ONLINE USABILITY

Addressing customer usability issues by going straight to the source the customer.

Situation

The key to successful online merchandising is solid site architecture and navigation so that customers can find the information they're looking for and complete transactions quickly. Aliant, Atlantic Canada's leading telecommunications company, had a usability issue with part of their customer portal site, Aliant.net. Specifically, customers were having problems getting information about Aliant's digital TV service. This was leading to a loss in potential sales.

Solution

A year before, T4G had successfully redesigned the homepage of Aliant.net to enhance the user experience, so Aliant was confident T4G could help solve this issue. The Aliant and T4G teams worked together to conduct user testing with actual Aliant customers. Online testing verified that customers were confused about the digital TV offer and identified where the roadblocks lay. Since user feedback is so valuable, it was decided that in addition to testing the digital TV portion of the portal, paper and online testing of the portal's new, not-yet-launched "My Account" functionality should be conducted as well. Combining the testing resulted in a significant savings of time and money.

RESULTS

Having identified the problem areas of the site regarding the digital TV offer, T4G was able to redesign the product page. Once layout, wording and clarification issues were addressed, customers could find the information they wanted. The pre-emptive testing of the "My Account" functionality also ensured users wouldn't run into similar issues once the updated section went live.

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